Sure, any publicity is good. But don't invest time and effort to be in "Lucky: The Magazine for Shopping" if your major topic is planning for college. Go where your market is!

Which media outlets are the best for you? Easy answers ? and the Home Run of publicity ? include national giants like CNN and The Wall Street Journal. These outlets reach millions of people...and they also have thousands of publicity-hungry folks constantly badgering them for coverage.

Your prospects can also be found through many outlets that are more readily accessible. Sometimes the best outlets are ones you've never even heard of. Trade magazines, special weekly television or radio programs, syndicated columnists-all have unique and loyal audiences.

How can you find out about them? Simply ask your clients what they are reading or watching, and you'll know exactly where you need to get your story placed.

The best way to get yourself into a media outlet is to study it first ? carefully. Learning how it covers your topics, which reporters write about your areas, and how to reach them ? it all becomes crystal clear once you start paying attention. This isn't complicated or hard. Just read a few issues of the publication you're targeting.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.